When beauty service brand Glamsquad launched in 2014, their business model was purely service-based, capitalizing on the 22.4 million consumers who use on-demand services each year.
It works like this: Users can go on Glamsquad’s platform to find and book a local Glamsquad-trained stylist to help with hair or makeup. From there, a stylist will then come and execute the requested service wherever you are. Think Uber, but for hair and beauty services.
That service aspect of the business is still alive and well. But today, Glamsquad is also expanding beyond those offerings.
With the launch of their own hair care and beauty product lines, the brand is leveraging data and feedback from more than 700,000 appointments booked over the past five years to introduce a new retail element to their operation—that’s solely informed by customer data.
It started with hair styling products—an idea sparked by repeated customer requests for a lighter hairspray.
For Glamsquad, a light bulb went off. They’d use the feedback from service interactions to find out what products to prioritize and produce.
And that’s exactly what they did. During the product development phase, Glamsquad conducted focus groups with both beauty pros and clients to get feedback on the items they were working on behind the scenes.
At the same time, their professionals used lab samples of their new products out in the field to test them in real time, thus allowing them to fine-tune products before a mass-launch.
“We’re constantly collecting data from our pros and clients that is fueled by our in-home experience,” said Kelli Bartlett, the brand’s Artistic Director.
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